Advice I Would Give You About In-Person Events if I Wasn't Afraid to Hurt Your Feelings.
By Britton Johnson
Make Sure You've Got Money
While it's certainly possible to find free events & signings, especially in bigger cities, if you want to join bigger events with lots of authors or even conventions it's going to cost you. Table fees run anywhere from $20-$400 depending on the event. You've gotta decide if that initial investment is going to be worth the price to play. I say start small, especially if you only have one or two books out and you've got a small social media presence. You'll scale, you'll grow, but don't blow money for the sake of “getting your name out there”.
2. If they don't like you, they don't buy your book
There's a reason a lot of authors dread events. It's like being in customer service on steroids. If you're not turned up to 11 people think you're rude or standoffish when really you're just an introvert who wrote this book in your home by yourself never thinking about the moment you'd have to give the synopsis 896 times in 4 hours. Being likeable and relatable is a key selling point, and no one wants to hear that, but it's make or break in the sales world. And that's what you're doing at these events: sales. Sure you're connecting with readers and engaging with your community but the bottom line is the bottom line and that's the harsh reality.
3. It's draining AF
Even the most outgoing, enthusiastic extrovert can only bubble along for so long, and most of these events are 4-5 hours long, not to mention multi-day ever. And that kind of stamina is draining AF. I typically ride home in silence and crash as soon as I get home because I'm so exhausted from masking and performing so hard. Everyone does their own thing and operates at their own pace but we're all so tired when it's time to pack up we usually all just wave goodbye, not because it's physically hard but because it's mentally and emotionally draining. Fun, but draining.
4. They're judging your book by its cover
People are looking for things that are new, are enticing, and don't look like a craft fair– unless you're at a craft fair. You've heard that the cover sells the book, and nothing could be more true than at an event. Not to brag, but I've had people casually strolling around, catch a glimpse of my covers and make a beeline to my table. I have a great artist who did an incredible job on my characters and people respond to them. You've gotta have something that makes them want to come up and risk an awkward conversation. This should be your cover, but if you've got a fun game with prizes or free stuff, that'll work too.
5. For the love of God, don't wing it
“I wrote it, I know what it's about, I can talk to people about it!” That's a lie from the pits of marketing hell, do not believe it. You need to craft your pitch and practice it before you get in the car to drive. There is lots of info out there about how to craft the perfect pitch and I'm telling you, having that pitch stamped inside your skull so strong you could say it in your sleep is necessary. About 10 minutes before it's time to pack up someone is going to wander up to your table and you're going to be so tired, out of words, but you're gonna pull out that pitch. They're going to buy one for them, and one for a friend, and preorder your next book too, and you'll be so grateful you took my advice. Mark my words.
6. Pace Yourself
It's true that I make significantly more money from in-person events than anything else, including selling directly to bookstores but like I said, they're draining. When I first started doing them I signed up for every single one I could, and I got burned out. I ended up dropping out of a few because I simply didn't have it in me. I even developed Bells Palsy at one point from all the stress (more on that story here [hyperlink]). Not only do you need to budget your table fee money, but you also need to budget your time & energy. Maybe they won't take as much out of you as other people, maybe they'll take more, but don't run yourself ragged. Author life is equal parts artistic expression and hustle, and if you disrupt the balance you'll be struggling.
I realize this all sounds like a cautionary tale, but these are the nitty gritty details no one told me before I went to my first event. I love events. Meeting readers and talking about my books is so much fun and I look forward to them. If you want help prepping for an event, event sourcing or even want a personal assistant to join you at an event check out our services page, we would love to work with you!